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LinkedIn
groups can be a great resource for people looking to network on
the career-social platform. Not only do they connect you with
other like-minded people but also provide a bevy of information
small-business owners and entrepreneurs can use. But are they for
you?

When I first joined LinkedIn, I wasn’t sure how I would benefit
from it. I wasn’t looking for a job. I wasn’t looking to hire
anyone. I wasn’t interested in reconnecting with old colleagues.

Also, I’m a bit old school. When I want to reach out to someone,
I pick up the phone. Regardless, I decided to create an account,
because I was curious if LinkedIn could benefit my business
somehow. And what I discovered is that yes, it really can.

Soon after I joined LinkedIn, I learned there was a bit of a
Goldilocks phenomenon going on. Some groups were simply too large
to meaningfully engage with people. Others were so small there
was little active discussion.

I also noticed many people were blatantly fishing for new
clients. Making a sales pitch on LinkedIn groups is awkward and
obvious. Almost everyone avoided those conversations, (which
weren’t really conversations at all but sales pitches) because
they weren’t looking to be sold.

Let me be clear, I’ve made all the mistakes you can make on
social media sites. I’ve jumped in too fast, I’ve written about
all my accomplishments, and I’ve used them as a way to promote my
brand and image. But people see right through all of that.
Getting people to know you and trust you can't be rushed, even on
a site like LinkedIn. The best thing you can do is to start off
slow. Sit back and observe the dialogues that are happening: What
are people looking for out of this group?

On LinkedIn, I tried something new. I realized you need to
provide people with good content to keep them coming back --
information that will benefit them. You need to really care. So I
started asking questions. What were entrepreneurs and small
business persons interested in learning? What would help them?

And something amazing happened. People started to respond.
Comments flowed in. We were all learning from one another, and
the information was actually valuable! I consider myself an
expert in the field of licensing and small-business
entrepreneurship but hearing other expert’s perspectives on
different subjects was hugely beneficial to me. I thought I was
going to be teaching, but I ended up learning.

To make the most of LinkedIn-discussion groups, follow these
guidelines.

Ask questions that can benefit
everyone. The only way to do that is to really
understand the goals and purpose of the group. So do your
homework first and observe the group. What are members asking
for? What do they want to achieve? Don't jump in without knowing,
or you will look foolish.

Don’t sell, be social. Joining a group is
like being invited to a party: It’s best to get to know people
first. Demonstrate your sincerity by asking questions. What do
people do? What are their interests?

Avoid dominating the conversation. Take the time
to let a dialogue get going. Pause before you respond. This
reaction will let people know you’re open to hearing their
opinions.

Don’t brag. (You’re not the only
expert.) Your achievements are much more impactful
when you let others discover them on their own. Being humble
speaks volumes. And it’s actually a great sales tool.

Thank people when they contribute. It’s such a
simple thing to do but giving thanks makes people feel needed and
helpful, which goes a long way towards establishing a trusting
relationship.

Keep an open mind, even when you
disagree. It’s okay to disagree. It makes the
conversation that much more interesting. It’s amazing what you
will learn when you put yourself in someone else’s shoes.

Is participating in LinkedIn discussion groups benefiting my
business? Absolutely. Because of this new approach, we’re
receiving anywhere from five to 10 leads every day. That’s pretty
remarkable. People see that we’re invested in our community. And
because of that, they feel encouraged to reach out to us for more
information. That’s powerful. Do yourself a favor and contemplate
how you can make the most of the LinkedIn community.